In the lead-up to the 2016 Olympics, Femcare brand Always has partnered with British cycling star and Olympic gold medallist Laura Trott for its Keep Playing #LikeAGirl campaign. As part of the activity, which champions girls’ confidence, Always has released new limited-edition sports-themed packs of its Always Ultra range.
The campaign was launched after it was found that ongoing participation in sport significantly contributes to confidence in girls, but that by the end of puberty 64% of them will have quit. Always commissioned a film to shed light on the issue, and find out how girls feel about playing sport.
Lourdes Fuentes, Brand Manager Feminine Care Northern Europe for Procter & Gamble, said: “The Olympic Games is a time when – all around the world – female sports participation is elevated in the public eye, and for that reason, we could not think of a better moment to drive awareness of the critical role sport play in building girls’ confidence.”
Laura Trott added: “For me, it’s about being a role model and trying to inspire girls not to give up. We all go through it, but puberty can be such challenging time for girls, you suddenly feel really self-conscious about lots of things and start thinking you can’t or shouldn’t do certain activities. I remember kids making fun of me for cycling and wearing a helmet and that would really knock my confidence. But playing sport taught me that by believing in myself, and never quitting, you can achieve great things.
“That’s why I am proud to be supporting the Always #LikeAGirl mission to help stop the drop in confidence girls experience at puberty. Sport really is one of the strongest confidence building activities and as a female athlete competing in the Olympic Games I want to encourage and inspire girls everywhere to keep playing #LikeAGirl and never quit.”
